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Cuddly comes out on top

rsz_cuddlyCuddly Fabric Conditioner, a brand of the Colgate-Palmolive portfolio of products, is the most popular brand of fabric softener among Australian consumers, according to research conducted by Roy Morgan.

The latest findings show that out of the 32 per cent of grocery buyers who purchase the washing product, Cuddly trumps the competition, with just over 12 per cent of grocery buyers favouring the brand. This is followed by Fluffy (9 per cent), supermarket brands (8 per cent), and Comfort and Huggie (2 per cent respectively).

Gender discrepancies also exist, with female grocery buyers (35 per cent) more likely than their male counterparts (27 per cent) to buy fabric softener, with some key differences in the type bought. Women who buy fabric softener are slightly more likely to opt for brand names, while men who buy it are slightly more likely to choose supermarket brands.

“Our data also reveals that consumers from the less affluent end of the socio economic spectrum are more likely than their wealthier counterparts to buy fabric softener. Similarly, grocery-buyers on ‘home duties’ (41 per cent) show a much greater tendency to purchase it than those in paid employment (30 per cent),” said Andrew Price, GM-consumer products, Roy Morgan Research.

“Armed with detailed insights into their target market’s shopping habits, household configuration and socio-economic circumstances, fabric softener brands can tailor their communications so as to reach the most responsive shoppers, while warding off the challenge presented by supermarket brands.”

fabric chart
Source: Roy Morgan Single Source (Australia), June 2014 – July 2015 (n=9,832).

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